I attended the Web Content Managers workshop on April 24 at the FDIC training center in Arlington. It was a great workshop, with lots of opportunities to meet other gov’t web folks and learn new things. Here are my notes from the conference:
Pierre Guillaume Wielezynski, The World Bank Group, “Social Media: Transforming Communication Between Government and Its Customers”
- World Bank gets criticized in the blogosphere, drowning out the Bank’s message (this was before the latest scandal). The Bank needs to be part of the conversation rather than being defined by it.
- Solution is to let groups of employees blog, provided that each blog has a strong governance body and that users are interested in it.
- Example: Private Sector Development blog has personal stories of staffers in the field. This blog gets more traffic than their department’s web site.
- “Communication 2.0” is to help the experts communicate rather than controlling the process.
- Social media is evangelized throughout the organization by the installation of RSS readers, so staff can follow blogs, and a “BuzzMonitor”, showing mentions of the Bank across the web.
Alex Langshur, PublicInsite, “How to Re-Orient Our Websites Around Users’ Top Tasks and Get Top Management Support”
- We should reorient our sites around the keywords that users use in searches, which demonstrate the type of content they want. This means to change the categories of your site to match those keywords and to optimize your pages around those keywords.
- Outdated pages should be deleted since they gum up your search results.
- Use data on what users are “voting” on with their clicks to depersonalize the web site debate. Let the data decide rather than the “Hippos” (highest-paid person in the room.)
- What’s the mission of your site? It must be a measurable criteria. What are the top tasks of your users? Iterative improvement over time. No major redesigns, just constant tweaks and changes.
Kathryn Summers, UMBC, “Getting Users From Point A to Point B: Designing & Writing Tasks for the Web”
- Nearly 50% of the US population reads at an 8th grade-level or below.
- Log-ins, forms and search are difficult for low literacy readers (she showed heartbreaking videos of older people who couldn’t figure out how to log in to banking sites).
- Breaking up long paragraphs and sentences, avoiding acronyms, using simple words and shortening text are all ways of improving comprehension. This also improves comprehension for high-literacy readers.
Brian Dunbar, NASA.gov, “Success Stories From the 2006 Web Best Practice Award Winners”
- Web stats on usage are used to counter critics.
- Most popular items on his site are images, lesson plans and mission coverage.
- NASA is decentralized with multiple web sites.
- NASA.gov is relaunching in October, the 50th anniversary of the agency.
Some (but not all) of the presentations from the meeting are online.